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Archivo del Autor: Belen De Leon

Audi's RSQ E-Tron is a cartoon concept for Will Smith – Roadshow

The digital concept was made in partnership with Fox for the upcoming film Spies in Disguise.
Source: CNET

Edo raises $12M to measure TV ad effectiveness

Edo, an ad analytics startup founded by Daniel Nadler and actor Edward Norton, announced today that it has raised $12 million in Series A funding.

Nadler and Norton have both had startup success before — Nadler co-founded and led Kensho, which S&P Global acquired for $550 million. Norton invested in Kensho and co-founded CrowdRise, which was acquired by GoFundMe.

Even so, ad analytics might seem like an arcane industry for an actor/filmmaker to want to tackle. However, Norton said he was actually the one to convince Nadler that it was worth starting the company, and he argued that this is an important topic to both of them as creators. (Nadler’s a poet.)

“Movie studios and publishers, they take risks on talent, on creative people like us,” Norton said. “We want them to do well … The better they do with the dollars they spend, the less risk adverse they become.”

Nadler and Norton recruited Kevin Krim, the former head of digital at CNBC, to serve as Edo’s CEO.

Krim explained that while linear TV advertising still accounts for the majority of ad budgets, the effectiveness of those ads is still measured using old-fashioned “survey-based methodologies.” There are other measurement companies looking online, Norton said they’re focused on social media sentiment and other “weak proxies” for consumer behavior.

Edo screenshot

In contrast, Edo pulls data from sources like search engines and content sites where people are doing research before making a purchase. By applying data science, Krim said, “We basically can measure the change in consumer engagement, the behaviors that are indicative of intent. We can measure the change in consumer behavior for every ad.”

In fact, Edo says that since its founding in 2015, it has created a database of 47 million ad airings, so advertisers can see not just their own ad performance, but also that of their competitors. This allows advertisers to adjust their campaigns based on consumer engagement — Krim said that in some cases, advertisers will receive the overnight data and then adjust their ad rotation for that very night.

As for the Series A, it was led by Breyer Capital. (Jim Breyer has backed everything from Facebook to Etsy to Marvel.) Vista Equity co-founders Robert Smith and Brian Sheth participated in the round, as did WGI Group.

“For more than a decade I’ve watched the data science talent arbitrage transform industries from finance to defense, from transportation to commerce,” Breyer said in the funding announcement. “We needed someone to bring these capabilities to bear on the systemic inefficiencies and methodological shortcomings of measurement and analytics in media and advertising.”

On the customer side, Edo is already working with ESPN, Turner, NBCUniversal, Warner Bros. I wondered whether some of the TV networks might have been worried about what Edo would reveal about their ads, but Norton said the opposite was true.

“I don’t sense that they in any way have trepidation that we’re going to pull their pants down — quite the opposite,” he said. “They are absolutely thrilled with our ability to help burnish and validate their assertions about the strength of what they’re offering.”


Source: TechCrunch

Learn to Fly Sikorsky's New Helicopter in Just 45 Minutes

The tablet- and joystick-controlled chopper is part of an effort minimize—and maybe someday eliminate—the role of the human pilot.
Source: Wired

Reef-rejuvenating LarvalBot spreads coral babies by the millions

The continuing die-off of the world’s coral reefs is a depressing reminder of the reality of climate change, but it’s also something we can actively push back on. Conservationists have a new tool to do so with LarvalBot, an underwater robot platform that may greatly accelerate efforts to re-seed old corals with healthy new polyps.

The robot has a history going back to 2015, when a prototype known as COTSbot was introduced, capable of autonomously finding and destroying the destructive crown of thorns starfish (hence the name). It has since been upgraded and revised by the team at the Queensland University of Technology, and in its hunter-killer form is known as the RangerBot.

But the same systems that let it safely navigate and monitor corals for invasive fauna also make it capable of helping these vanishing ecosystems more directly.

Great Barrier Reef coral spawn yearly in a mass event that sees the waters off north Queensland filled with eggs and sperm. Researchers at Southern Cross University have been studying how to reap this harvest and sow a new generation of corals. They collect the eggs and sperm and sequester them in floating enclosures, where they are given a week or so to develop into viable coral babies (not my term, but I like it). These coral babies are then transplanted carefully to endangered reefs.

LarvalBot comes into play in that last step.

“We aim to have two or three robots ready for the November spawn. One will carry about 200,000 larvae and the other about 1.2 million,” explained QUT’s Matthew Dunbabin in a news release. “During operation, the robots will follow preselected paths at constant altitude across the reef and a person monitoring will trigger the release of the larvae to maximise the efficiency of the dispersal.”

It’s something a diver would normally have to do, so the robot acts as a force multiplier — one that doesn’t require food or oxygen, as well. A few of these could do the work of dozens of rangers or volunteers.

“The surviving corals will start to grow and bud and form new colonies which will grow large enough after about three years to become sexually reproductive and complete the life cycle,” said Southern Cross’s Peter Harrison, who has been developing the larval restoration technique.

It’s not a quick fix by any means, but this artificial spreading of corals could vastly improve the chances of a given reef or area surviving the next few years and eventually becoming self-sufficient again.


Source: TechCrunch

Geotermia: la primera gran apuesta de Bill Gates por la energía limpia

El fondo de casi 1.000 millones de euros para investigaciones en este sector creado por el millonario acaba de anunciar los primeros proyectos que recibirán dinero. Y todos están relacionados con esta forma de energía renovable procedente del interior del planeta 
Source: MIT

¿Quiere saber cuándo morirá? La fecha está escrita en sus genes

La ciencia está cada vez más cerca de encontrar un preciso reloj que marce el final de la vida cada persona. Mientras tanto, cabe preguntarse si tener esta información será útil para algo y, sobre todo, si será ético. Ninguna ley protege contra la discriminación ni la falta de privacidad epigenética
Source: MIT

HBO Disappears From Dish as Monopoly Concerns Mount

Critics of AT&T’s Time Warner acquisition say their fears have been realized, as Dish blacks out HBO amid a contract dispute.
Source: Wired

Apple misses estimates for the iPhone, but still made more money than in 2017

Apple didn’t quite hit estimates for iPhone units in the fourth fiscal quarter of 2018, but despite that, it made more money than expected. How? Well, largely by raising the average selling price of the iPhone.

The post Apple misses estimates for the iPhone, but still made more money than in 2017 appeared first on Digital Trends.


Source: Digital trends

Google Walkout Is Just the Latest Sign of Tech Worker Unrest

Workers around the globe protest company’s handling of sexual-harassment claims.
Source: Wired

Apple will stop sharing numbers on how many devices it’s selling

Apple shared its latest quarterly earnings report today, but during its call with investors the company’s CFO Luca Maestri also delivered an unexpected announcement: it won’t be sharing unit sales of its iPhone, iPad or Mac anymore.

This gives analysts (and the public) one less item to determine the health of the company, but according to Apple’s leadership, devices sold aren’t a very good indication of the company’s financial health anymore because the company is selling devices at so many price points.

“Our product ranges for all the major product categories have become wider over time and therefore a unit of sale is less relevant for us at this point compared to the past because we’ve got these much wider sales prices dispersion,” Maestri said in the call. “So unit of sale per se becomes less relevant”

The move perhaps reflects just how much Apple’s pricing has stretched towards the high-end in the past year.

The iPhone XS Max starts at $1,099, the Apple Watch Series 4 starts at $399, the new iPad Pro starts at $799 and the new MacBook Air starts at $1,199. The company is keeping prices pretty consistent on the low-end for iPhone and iPad as it continues to sell older units, that isn’t as true of Mac which has seen a fairly uniform price bump in the most recent generations of devices (with a $4,999 iMac Pro rounding out the high-end).

Unit sales tell a small part of the story. While Apple shipping 46.89 million iPhones this quarter represented flat unit growth, the company’s iPhone revenues jumped 29 percent. That’s because the average sale price of the iPhone went from $793 versus $618 a year ago.

Maestri noted in the call that some of the company’s biggest competitors in smartphone and tablet sales (Google, Samsung) do not break out unit sales in their quarterly earnings reports either. Nevertheless, more data on a company’s performance is better for analysts, so the lack of transparency from Apple here leaves some room for speculation on why they’re making this change now.


Source: TechCrunch

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